Brussels is the gateway to the EU single market
'Europe is our most important export market. If Norwegian businesses are to keep pace with developments and seize new market opportunities, we need to know what is happening here,' says Hans Eirik Melandsø, head of our Brussels office.
«One of our most important tasks is to explain what new European regulations and framework agreements mean for Norwegian businesses.»
New EU legislation sets the direction and creates market opportunities for businesses across Europe, including Norway through the EEA Agreement.
The EU's ambitions create new opportunities
Europe needs green hydrogen, carbon capture, digital solutions and alternative fuels. Companies with the right solutions will find significant opportunities in this future market.
– Norway has clear competitive advantages and is well placed to succeed in the markets emerging from the EU's ambitions. This is particularly true in the energy sector and green maritime industries, but competition is fierce. To win major contracts, you need to understand what Europe aims to achieve. These decisions are made in Brussels. If you understand the EU's ambitions early – before they are implemented in its member states – you can gain a two-to-three-year lead over your competitors, says Melandsø.
«Norway has clear competitive advantages and is well positioned to succeed in the markets created by the EU's transition targets. This is particularly true in the energy sector and green maritime industries.»
Understanding EU policy is crucial
We offer tailored services to Norwegian companies.
‘Our in-depth one-to-one advisory is a paid service, but it gives you detailed insights and advice tailored to your company and business model. This may include market knowledge, advice on commercial opportunities within the EU legal framework, and insights into political and regulatory matters,’ says Melandsø.
Energy company Eviny is one of Norway's largest energy and technology groups, producing and distributing renewable energy from hydropower and wind power. Eviny has worked with us for several years and has now entered into a framework agreement with our office in Brussels, the EU capital.
'We have now entered into an agreement that gives us support in monitoring EU political and regulatory processes that are important to us and our business. A new European Commission and a new European Parliament will bring new policies and initiatives in the years ahead,' says Per Rune Henriksen, Senior Adviser at Eviny. He adds:
– Eviny has limited resources to keep track of everything, and we welcome this opportunity to receive support from Innovation Norway. It is also important for us to maintain a regular dialogue and exchange views with the knowledgeable team at Innovation Norway's Brussels office.
– We have had a very positive experience working with Innovation Norway, particularly on our expansion into Germany. Our agreement with the Brussels office strengthens our ability to monitor and understand the political and regulatory developments that matter to us and our commercial activities.
'As the European Commission's strategies and plans develop into political processes, the opportunities will follow,' says Henriksen.
Greater understanding creates opportunities and a competitive edge
For Norwegian companies looking to enter new markets in Europe, the EU's maze of directives and regulations may seem complex – but it also creates opportunities. One example is Bember, a technology company founded in 2011 that specialises in digital, data-driven SaaS solutions for property management. The company has been recognised as one of Norway's ten fastest-growing technology companies and ranked 128th in EMEA on the 2023 Deloitte Fast 500 list.
‘The EU is vast and complex, particularly when it comes to regulations on energy, electric vehicle charging and property, which are at the core of our business. Innovation Norway’s presence in Brussels has been crucial in helping us understand which directives affect us and how the regulatory landscape is evolving,’ says Per John Thorenfeldt, Chief Strategy Officer at Bember.
The company has expanded its presence in Europe through partnerships and collaboration with various organisations across the region. Our insight and support have not only helped the company comply with regulations, but also opened up new business opportunities in the EU.
‘We see that the understanding of EU directives we have gained with support from Innovation Norway gives us a competitive advantage. For example, when stricter requirements are introduced for the number of charging points in large buildings, this creates market opportunities for us because we are better able to adapt. Innovation Norway has also helped us identify relevant EU-funded research programmes, opening up further development opportunities for our company,’ says Thorenfeldt.
Norwegian companies can have their say
We do not seek to influence EU regulations ourselves, but we can help Norwegian companies influence decision-makers.
Melandsø would like to see more Norwegian stakeholders in Brussels working to influence decision-makers.
‘The European Commission has, among other things, established industrial alliances – networks of different industry players designed to gather input on new regulations. It is a unique forum for helping shape how markets will develop in the future,’ he says.
'Norwegian companies can make a difference! These networks and opportunities are open to many businesses with in-demand specialist expertise. By taking part, you can help shape where investments go – and EU funding is available,' Melandsø concludes.